Couldn't agree more with your first sentence. A well designed marketing strategy is best, and for some direct mail is not a part of that plan.
I also throw away most direct mail.
But, nevertheless that doesn't change the fact that direct mail has a higher hit rate than any other means of advertising overall.
As you can guess, I have also been in the advertising business for many years. Specifically on the print media side
Agree.....I was in marketing several years myself.....a decade or two ago
But, those statistics have to be changing....with R.O.P. not being as relevant, internet more relevant, is direct mail's response rate diminishing?
It's hard to say. What I have found forever true is lower response rates are more due to a tired/worn-out message than the deliveyr method. Overall, the response rates are still very good. I get great reviews constantly for helping businesses, especially new businesses.
I see so many start ups struggle to get traffic because they are relying on social media advertising. But just can't get past the cost of postage mentally. For those who listen, and try targeted direct mail, they can't stop showering us with praise. Just being honest.
We ran with a 4%advertising budget with vendors coop matching 4%, so a total advertising spending of 8% a year.....this was in the dept store business for just the area of Shoes, which was a leased business running within the dept store......which brought in customers with their own advertising budget, along with basic foot traffic from simply being an anchor store in a mall.
BUT when we opened a new store, we spent 10% of our estimated sales plus matching vendor coop for the first 3 months or so, then back down to 4%.....
But know, we could utilize the Dept Store's advertising dept for copywriters, layout artist etc, to produce the ads, ROP or direct mail....... for free.....
Start ups should plan a chunk of their budget, to be spent on advertising.